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近年来,中国的直销市场呈现出蓬勃发展之势,但各直销企业的业绩走向却大相径庭。特别值得关注的是在中国的直销企业中,曾经名列前茅的一些跨国公司呈现颓废之势,而一些民族企业发展迅猛,其原因众说纷纭。本文从顾客价值的角度,以无限极公司为例,通过分析二手资料以及收集整理一手信息,从顾客价值的角度,分析了其成功的原因。并且根据直销企业的特点,将直销人员这一特殊顾客群体的价值,从原先的产品价值、服务价值、人员价值以及形象价值等四个方面,拓展加入了经济价值、个人成就价值、发展空间价值等三种价值,对国内其他的直销企业,具有一定的参考意义。
In recent years, the direct selling market in China has shown a booming trend, but the performance trends of various direct selling enterprises are quite different. Of particular note is the fact that among the Chinese direct selling enterprises, some of the top multinationals have shown decadent tendencies, while some national enterprises have witnessed rapid development for various reasons. From the perspective of customer value, taking Infinitus Company as an example, this article analyzes the reasons for its success from the perspective of customer value through the analysis of second-hand information and the collection of primary information. According to the characteristics of direct selling enterprises, the value of direct salespeople, a special customer group, is expanded from four aspects of original product value, service value, personnel value and image value into economic value, personal achievement value and development space value Three kinds of value, the other domestic direct selling enterprises, has some reference value.